Target the Right Customer to Explode Your Sales

If you aren’t marketing to an ideal customer profile, you will fall short of your sales goals. You will waste time, money, and effort. You’ll become demoralized, and you won’t build a meaningful brand.

What is an ideal customer profile and why is it important?

When you build a virtual sales team, it’s crucial that they speak to people and businesses that are most likely to want to purchase your product or service.

It’s going to be extra hard to stay positive in sales if every call receives a rejection. If you are not talking to the right customers and leads, that’s exactly what will happen. You don’t try to sell sugar to a slimming club. You would market to confectioners and bakeries.

Whether you need a B2B ideal customer profile or you’re selling to private customers, developing an ideal customer profile template will ensure you are marketing to the right target audience. It will help you define your marketing and sales strategies and ensure that you maximize the value of your resources – your sales systems and your people.

Understanding your customer will make certain that you create and publish the right content, target ads where your customers will be found, and sell to customers who won’t disappear after their first purchase.

How do you identify an ideal customer profile?

What you really need to know to boost conversions are the characteristics of your perfect customer. For this, I suggest you use an ideal customer profile framework that answers questions that include:

  • What challenges do they face?

  • What are your customer’s objectives?

  • What is your customer’s revenue (B2B) or income (B2C)?

  • Where are they located (physically and online)?

  • If you are marketing to businesses, who is the decision maker?

How do you start to answer these ideal customer profile questions?

If you are already in business and selling to customers, you’ve got a head start. Simply examine your best customers. To do this, look at metrics such as:

  • Those who have been with you longest and provide you most of your sales

  • Customers who make the quickest purchasing decisions

  • Companies who provide the most referrals

  • Customers to who you upsell most successfully

If you are a new business, then identifying your IPC is a little trickier. You’ll need to do a lot of guesswork from as much data as you can find in the public domain. Throw in a huge amount of common sense when you’re doing this. Then tweak the profile as you start to make sales and learn more from your own marketing efforts.

(Read more here: 5 tips to identify your target market.)

How do you write an ideal profile?

With all the knowledge that you’ve gained about your current customers, set up an ideal customer profile worksheet. This worksheet will detail everything you know about a fictitious customer, and the value you provide to them. You can refer to your clients’ LinkedIn profiles to do this.

This is the who, why, and what of your IPC. Here are a few pointers from my specific ICP:

What is their background?

  • Gender

  • Age

  • Marital status

  • Career background

  • Location

  • Lifestyle

  • Their ambitions, objectives, and pain points

  • Their income and/or business turnover

  • Interests and hobbies

  • Professional responsibilities

How do they measure success in business and life?

  • Gross revenue or profits

  • Profit margin

  • Cash in bank

  • Salary

  • Authority in their industry

  • Team retention

  • Customer churn

  • Time with family

  • Travel

  • Health

  • Network and relationships

  • Giving back

  • Flexibility

Motivation (fears, frustrations, and wants)

  • Being seen as a failure

  • Reduction in lifestyle

  • Being criticized

  • Experts letting them down

  • Working long hours

  • Lengths of sales cycles

  • Quality of team

  • Undercharging

  • Reliant of referrals

  • Sales not solely reliant on them

  • Want to focus on what they do best

  • Sell more at higher prices

  • Want three months’ cash in bank always

  • Reduce billable hours

  • An exit strategy

  • Work anywhere, anytime

Who do they follow?

  • Tim Ferriss

  • Tony Robbins

  • Todd Harman

  • Etc.

Where are they looking?

  • Peer referrals

  • Facebook groups

  • Podcasts

  • Events

  • Mentors

What are their communities?

  • Inner Circle

  • Genius Network

  • BNI

  • Strategic Coach

  • Etc.

Who do they see before you?

  • Brand and marketing specialists

  • Web developers

  • Events

  • Software providers

  • Etc.

Who do they see after you?

  • Accountants

  • Copywriters

  • Grants experts

  • Outsourcing companies

What Google search terms do they use?

  • Sales training

  • Business advice

  • Sales systems

  • Best sales technologies

  • Etc.

If you are targeting B2B customers, then you may also consider the following:

  • In what industry sector does your IPC operate?

  • Why do they need your product or service?

  • Where are they based?

  • How big are they?

  • Who are the decision makers?

  • What do they get from dealing with you?

  • What are their biggest pain points that you help them with?

  • What content do they read and interact with?

  • Who is the decision maker?

Once you have found the most common ground to all the questions you have posed so far, you can create your fictitious IPC. For example:

“Karen is in her 30s and comes form a corporate background. She is self-made, and hopes one day to have enough free time to travel the world. She runs an advertising business, which pays her a salary in excess of $75k, and is saving hard into her children’s college funds.

“Her business turns over around $1 million per year, but she would like to have more time to enjoy her family. She wants to develop a sales team to help her develop her goals, and know that she must find a way to increase sales and margins, too.

Karen listens to podcasts of inspirational people, like Tony Robbins, and is a member in the Genius Network community.”

And for a B2B IDP:

“Acme is a company valued between $10 million and $100 million. They service customers in the oil and gas industry, providing contract staff to protect installations against corrosion that leads to accidents and financial loss.

“Mostly operating out of Europe and the United States, the difficulty they have is ensuring their employees are suitably qualified and maintaining their regulated CPD. We provide online and in-person training to satisfy these needs, with the average per-course spend of between $2,500 and $5,000 per person. We liaise directly with their head of HR, and find they often interact in industry forums on social media (especially LinkedIn).”

Your ICP will evolve

The last thing I want to mention in this blog post is that your ICP is a moving target. Over time, it will evolve. This may be because of changing customer needs, a changing marketplace, or that your business focus changes.

What this constant evolution means is that you must continually assess and update your ICP.

Helping 7-figure service-based business owners looking to fast-track results in just 12 weeks is what I do. Helping you to identify and maintain your ICP is only a small part of the program.

Are you the right fit for this unique sales acceleration program? Take this Accelerate Pulse check to find out now.

Publish Date:4/9/2021 12:00:00 AM
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Target the Right Customer to Explode Your Sales
If you aren’t marketing to an ideal customer profile, you will fall short of your sales goals. You will waste time, money, and effort. You’ll become demoralized, and you won’t build a meaningful brand.
What is an ideal customer profile and why is it important?
When you build a virtual sales team, it’s crucial that they speak to people and businesses that are most likely to want to purchase your product or service.

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